The Internet revolution: some global marketing implications
Melewar, T. C. and Smith, Nichola (2003) The Internet revolution: some global marketing implications. Marketing Intelligence and Planning, 21 (6) . pp. 363-369. ISSN 0263-4503 [Article] (doi:10.1108/02634500310499220)
Abstract
Advances in information technology have constantly impacted upon the global marketing strategies of firms. This paper assesses the implications that an Internet presence can bring to organisations’ global marketing strategies and evaluates the difficulties the Internet can pose to the global marketing strategies of firms, a topic often overlooked in published material. Providing real life examples of online corporate activism this article illustrates how the Internet facilitates an individual’s ability to hold corporations accountable for their actions and proposes strategies which marketers should consider when facing this other side of the Internet.
| Item Type: | Article |
|---|---|
| Keywords (uncontrolled): | Corporate image, Corporate strategy, Globalization, International marketing, Internet |
| Research Areas: | A. > Business School > International Management and Innovation A. > Business School > Marketing, Branding and Tourism A. > Business School > Strategic Marketing, Consumer Behaviour and Branding/Identity group |
| Item ID: | 13326 |
| Useful Links: | |
| Depositing User: | Devika Mohan |
| Date Deposited: | 22 May 2014 07:57 |
| Last Modified: | 13 Oct 2016 14:30 |
| URI: | https://eprints.mdx.ac.uk/id/eprint/13326 |
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